Is Creative Fatigue a Myth?

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In this newsletter, you’ll find:

🚀 Stop Blaming “Creative Fatigue”: Scale Ads with Precision

🎯 LinkedIn Reinvents Ad Attribution

🚀 Ad of the Day

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Together with Motion

Trends shaping DTC ads in 2025

Motion just dropped their Creative Trends 2025 Report. 

Here’s what's inside:

✅ Deep analysis of $100M in ad spend

✅ Survey results from 500 DTC advertisers 

✅ Qualitative data from a dozen expert interviews

⭐️ 7 creative trends that are ESSENTIAL to watch & test in 2025

Why should you care about creative trends?

The most successful performance marketing teams stay ahead of the curve, anticipating and adapting to changes before they become mainstream. And that’s exactly what this report helps with.

Motion compiled everything you need to know about:

- Emerging ad creative formats

- Evolving consumer preferences

- Next-gen performance strategies

Dive into the Creative Trends 2025 now!

🚀 Stop Blaming “Creative Fatigue”: Scale Ads with Precision

“Creative fatigue” isn’t why your ads underperform—it’s often an oversimplified excuse. When performance drops, your creativity holds the answers. The key is learning how to interpret its signals and fix the underlying issues. Top marketers don’t guess—they rely on data-driven precision. Here’s a framework to help you diagnose and scale your ads like a pro.

🧠 Step 1: Diagnose with Metrics That Matter

Every drop in performance can be traced to specific metrics. Break your creative into these actionable components:

1. Hook Rate (First 3 Seconds)

The first 3 seconds determine if viewers stay or scroll. Low hook rates point to unengaging starts.

• Emotional Triggers: Use surprise, humor, or relatability to grab attention.
• Hyper-Visual Hooks: Dramatic movements and high-contrast visuals help your ad stand out.
• AI Pre-Testing: Tools like Neurons AI predict performance and allow tweaks pre-launch, potentially doubling your conversions. You can book a free demo with them and start improving your ads.

2. Hold Rate (After 3 Seconds)

If viewers drop off after the hook, your content isn’t fulfilling its promise.

• Deliver on the Hook’s Promise: Align content with the hook, diving into actionable points immediately.
• Eliminate Fluff: Concise content and faster transitions sustain interest.
• Micro-Stories: Break your narrative into engaging, bite-sized parts to maintain momentum.

3. Click-Through Rate (CTR)

High engagement but low CTR means your call-to-action (CTA) isn’t compelling.

• Audience-Aligned CTA: Tailor CTAs to match the audience’s stage in the funnel.
• Make It Stand Out: Use bold fonts, contrasting colors, and animations to draw attention.
• Be Specific: CTAs like “Save $50 today” outperform vague alternatives.

🛠️ Step 2: Smarter Testing, Faster Iteration

Once you identify the weak metric, apply these strategic fixes:

• Focus on One Metric: Isolate and improve a single failing metric—hook rate, hold rate, or CTR—for clear results.
• Microtesting: Test changes with niche audiences to validate ideas quickly and affordably.
• Modular Creative: Swap individual ad elements (hooks, CTAs, testimonials) to speed up testing and cut costs.

📊 Step 3: Advanced Optimization Metrics

Elevate your strategy with deeper insights:

• Creative Share Rate: High shares indicate emotional resonance—replicate these elements in future creatives.
• Re-Watch Rate: Identify sections viewers rewind or replay and double down on them.
• Action Lag: If users take too long to click, adjust your CTA’s clarity or urgency.

🚀 Final Takeaway

Your ads don’t fail because they’re fatigued—they fail because they’re misaligned. By diagnosing weak points, testing smarter, and iterating with precision, you’ll create scalable, high-performing ads.

📱 Mobile App Trends Dominating 2025
Insights from Sensor Tower

The "State of Mobile 2025" report unveils major trends shaping the app ecosystem. From social media dominance to AI and short-form video growth, here’s a concise overview.

The Breakdown:

• Social Media Reigns Supreme: Social apps like Instagram, TikTok, and Threads dominated downloads in 2024, with users spending 2.8 trillion hours on them. In-app purchases hit $12 billion, growing 24% YoY, fueled by AI and shopping integrations.
  
• Short-Form Video Drives Engagement: TikTok leads short-form video engagement, with Instagram Reels and YouTube Shorts rapidly catching up. TikTok users spent the most time on video, while Facebook and Snapchat leaned heavily on short videos to grow.
  
• AI Apps See Explosive Growth: ChatGPT led the generative AI category with 450M quarterly downloads in 2024. Google Gemini and Microsoft Copilot followed closely.
  
• Retail and Regional Highlights: SHEIN and Temu disrupted retail markets with aggressive expansion. Microblogging apps like X (formerly Twitter) saw a 10% drop in engagement since 2021, losing ground to Threads and other competitors.

Short-form video, AI tools, and social apps are reshaping user behavior and dominating engagement highlighting where to focus resources, while retail disruptions and regional dynamics offer insights for strategic expansion. 

🎥 Ad of the Day

What Works:

The tagline, "Why You Should Wear Pants at Work," is hilariously self-evident yet incredibly eye-catching. Its unexpected take on such an obvious concept immediately grabs attention. 

The stark visual comparison between Brunt’s professional, functional workwear and the absurd alternative of “no pants” is both comedic and effective. 

The ad directly addresses the practical concerns of its audience—comfort, flexibility, and the necessity of pockets. These are universal issues for customers looking for workwear. 

What Could be Better:

While the ad does a great job listing benefits, incorporating visuals that showcase Brunt’s flexible material or pockets in action could make the messaging even more compelling. 

Broader Insights:

Humor built on absurdity, especially something so obvious, is a powerful tool to stand out in saturated markets. By turning the mundane into something hilarious, Brunt ensures its ad gets noticed and shared.

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